Oral Tradition In Tourism Decision-making Process

The thesis aims at making an analytical research on word-of-mouth within travel decision-making processes.On the basis of an analysis of the travel decision-making context and word of mouth communication,the author starts an empirical research into the word-of-mouth within travel decision-making processes.The study comprises two parts,hi the first part,the author makes an qualitative research by introducing the contents of a travel board in the campus's BBS. In the second part,the author proposes a WOM model and makes a quantitative research .A two-stage analytic process was applied to the measurement model. First,exploratory factor analysis of SPSS on the data obtained through a questionnaire survey done to tourists,was completed to refine scale. Second,scales that were obtained as a result of the first-stage analysis were subjected to a comfirmatory factor analysis using Lisrel 8.52.The research indicates that WOM has a great influence on travel decision-making. As a result of the investigation,three distinct relations also emerge:first,the effect of the noninterpersonal forces (receiver's travel expertise,receiver's perceived risk in travel;receiver's involvement in travel decision-making,sender's travel expertise) on the influence of WOM on travel decision-making;second,the effect of the interpersonal forces (ties strength and how actively WOM is sought) on the influence of WOM on travel decision-making;and third,the effects of noninterpersonal forces on inerpersonal forces.Managerial implications for tourist businesses and avenues for future research are also addressed.